Data from experiential marketing software Splash as reported by Ad Week shows the potential of “branded events” for generating buzz among Millennials. When asked if they had done various activities at a branded event,” 81 percent of Millennials said they had shared a photo on social, 71 percent said used the events hashtag on social, 67 percent said they followed the brand on social and 56 percent signed up for an email list. Furthermore, the study found 92 percent of Millennials would be open to receiving a personalized email offer from a brand following an event. Almost a third (29 percent) of Millennials expected some sort of recognition from a brand if they attend two or more sponsored events, and 64 say they did not expect a reward but that it would be nice. When it comes to giveaways, 24 percent said a water bottle was their favorite piece of swag ever received at an event, while 12 percent said a t shirt and 10 percent said a hat.
Additional research from music streaming service Pandora shows music events are particularly appealing for young consumers. Concerts (60 percent) and music festivals (32 percent) were in the top five most desired experiences for Gen Y and 73 percent said their main reasons for attending a brand sponsored event was the music or entertainment. Eighty-two percent said they have noticed a brand sponsoring a music event, and one in three had a more positive opinion of the brand after attending an event.